Real Estate Marketing Ideas, Farm Fridays

10 Cold Email Scripts for Real Estate Agents

By Meaghan Loraas Last Updated February 2, 2024 7 min read

A shifting market often means it’s time to get back to the basics. And while cold calling and emailing may not be your favorite task, it can be beneficial. 

The thought of business slowing down as we head into fall means lead generation and new relationships are on most real estate agents’ minds. So, it seems fitting to discuss cold email outreach, how to do it, and why it’s important. 

What is cold email outreach?

We’ve had a few articles detailing how to build your first campaign for email marketing or improve your lead conversion for your existing email campaigns. However, cold email outreach is a bit different. 

Cold email outreach is when you send an unsolicited message to someone who has never contacted you before. You’re not trying to convert them into a prospect right away; you’re just reaching out to introduce yourself. The goal is to get their attention so that they’ll be more likely to respond to future messages from you.

The best way to do this is by using a script. A script is a list of questions and content that you can use to start conversations with people. They are short and easy to read. You want your emails to be easy to respond to, so don’t ask too many questions or include too much information.

How do I build a real estate email list?

The easiest way to get email lists of potential prospects is through opt-in forms on websites like Constant Contact or MailChimp.

These services allow you to create one form and then automatically send it to all of the contacts in your database. If you don’t have access to those tools, you can find free options online.

If you want to go old school and manually collect emails, there are many ways to do this. 

One option is to use Google Docs to create a spreadsheet where you enter each person’s name and email address. Then, every time you come across a contact, add them to the list.

Another option is to use a tool called Spokeo. For $9.95 per month, you can download a list of over 100 million US households. You can search for specific demographics such as homeowners, renters, young adults, etc. Once you find the demographic you’re looking for, you can export the data into a CSV file.

Once you have a list of potential leads, it’s time to write some scripts.

Real estate email scripts

I’ve broken down my favorite scripts below. Each script includes a brief description of what it does and examples of how you might use it.

Networking introduction email script

Most agents will send this standard intro email to anyone they meet at networking or community events.

Pro Tip: Make sure to label each email list you have so you don’t send irrelevant emails to a potential client.

Here’s an example of what this cold email template looks like:

Hi ,

My name is   and I am a Realtor® with . Would you be interested in learning more about buying or selling a home? My number is , and you can reach me anytime at .


Real estate lead generation email script

This script is designed to generate leads for your business. It uses a combination of personalization and automation to ensure that you’re constantly sending relevant messages to your audience.

Here’s an example for real estate professionals to use in a cold email campaign:

Hello ,

I’m writing because I noticed that you recently listed your house for sale. This is excellent news! I’d love to help you sell your property quickly and for top dollar. Let’s talk about how we can work together.

You can reply to this email directly or call me at .

Best Regards,

Real estate brand awareness email script

This script helps you build awareness around your brand. It’s perfect for real estate agents who want to increase their social media following. Additionally, if someone on social media posts something about moving soon or a new job, you can add them to your Social Media/Brand Awareness email list. Think of this email as the start of the sales process for you and your client. 

Here’s an email template for real estate agents to use when responding to relevant social media posts in their area:

Hi ,

I saw your post on and wanted to connect. I’m a Realtor® and would love to talk with you if you have any questions about buying or selling a house. Feel free to check out my website at or follow me on social media .

Best Regards,

Cold email sequences: an automation script

If you’re not using marketing automation software yet, this script is an excellent place to start. This script aims to create a sequence of automated emails that are triggered based on specific criteria. 

In other words, you’ll set up rules that tell the system what to do when certain conditions are met.

For example, let’s say you want to email all clients who haven’t responded to one of your previous emails within 30 days. You could write a rule that says, “if a contact hasn’t replied to my last email after 30 days, then send them another email.”

The benefit here is that you won’t need to go through every lead manually and send them an email. Instead, the system will take care of it for you.

Here’s an email script for real estate agents to automate cold outreach campaigns:

Hi ,

My name is , and I’m a Realtor with . I noticed that you’re looking to buy or sell a home. That’s awesome! I’d love to get started helping you find your dream home today. If there’s anything else I can answer for you, please don’t hesitate to ask.

Best Regards,

The second email script that would send out after thirty days of no reply would look like this:

Hi ,

I know that things happen, and life gets busy. But I also know that you’re eager to move forward with the purchase or sale of your next home. So I wanted to reach out again and see if there’s anything else I could be doing to make your experience easier.

Feel free to reply to this email directly so that I can respond. Or feel free to give me a call at anytime.

Best Regards,

Note: This email is meant to help you stay top-of-mind with your clients. It’s not intended to be spammy. Feel free to personalize this follow-up email to reflect your real estate company and brand.

Mutual connection real estate email script

This email script is designed to help you keep in touch with people who have expressed interest in working with you or with people who are referrals from their previous agent or one of your client’s contacts.

You can customize this script to fit your business by adding more details to each section. For example, you may include information about your services or special offers.

You can also add a personalized message to the subject line. Here’s an example of how you might use this script:

Hello ,

I hope you’re having a great day! My name is and I’m a Realtor with . Our mutual contact, , suggested that I reach out to you.

I’ve been following your recent search for a new home. I wondered if you had any questions about our process or would like to meet up by phone call or in person soon.

Please let me know. You can reply directly to this email or call me anytime at


Effective email script for seller lead acquisition

If you’re selling homes, you’ll probably want to send these emails to leads who have already shown interest in selling a house.

You can tailor this script to fit your needs by including additional details. For example, you can include links to your website, social media pages, or other helpful resources.

You can also personalize the subject line of this email. Here’s an example:

Hello ,

I see that you’re looking to sell your lovely home. I’d love to connect with you about how I can help you sell it faster and for more money than other brokerages in the area. Please reply directly to this email or call me at .

I am looking forward to connecting!

Best Regards,

Expired listing email script if you’re NOT the listing agent

To win an expired listing in your farm area, you need to make sure your prospective client understands how you will bring something different to the table. These clients are likely already frustrated with the home selling process, so you need to be confident and precise.

Here’s what you should say in this email:

Hi ,

I noticed that your recent listing has expired. Your property is on my radar, and I would love to connect with you to discuss how we can work together.

My goal as your Realtor is to find you the best price possible for your property. I’ve sold houses in your neighborhood in an average of for over the asking price. I already have several ideas on how to market your property better, and I’m interested to hear what you think.

Let’s talk. Call me at or reply directly to this email.


Expired listing email script if you ARE the listing agent

This email script works well when you’re the listing agent because it allows you to get ahead of your client’s frustrations.

When a listing doesn’t sell, your client likely will receive offers from other agents to take over the sales process. However, an expired listing isn’t necessarily the end of your relationship with your client. Try using this script:

Hi ,

It looks like your listing has expired. I know that you are frustrated and perhaps worried, and you have every right to look for another agent. But, I want to reassure you that I know your property inside and out, including all the ways your home is unique.

I’ve been carefully monitoring the local real estate market, including other homes in the neighborhood, and I have an action plan for how I think we can move forward and sell your home in the next .

Please book time to discuss on my calendar or call me any time at .

Best Regards,

Pro Tip: Use Calendly for easy meeting scheduling!

Website follow-up email script

This is a very simple script that you can use to follow up with buyers after they’ve visited your listings online.

It’s important that you don’t send them too many emails, but one or two will be fine. This makes it easier for them to remember who you are and where they met you.

Here’s an example:

Hello ,

Thank you for visiting our website today. We hope that you found us to be helpful and informative. If you have any questions or comments, please let us know by replying to this email or calling us at . We’ll do our best to help you!


Draw attention in your cold emails with Virtuance

If you’re interested in catching more attention in your emails, consider adding professional real estate photography from Virtuance.

We can take your real estate marketing to the next level with professional real estate photos that’ll create consistency throughout your brand and listings.

And if you want more information on all things real estate, consider downloading our new podcast, Curb Appeal